Google Analytics provides a trove of information about website performance. Digging through loads of website performance data may seem a bit intimidating at first, but it helps to know exactly where to find the statistics that demonstrate your performance. Blue Magnet looks for major key performance indicators when evaluating a website’s performance. By definition, a key performance indicator (KPI for short) is a metric that directly measures the level of success of a business.
In the hospitality world, the number of rooms being booked per day or week is a critical KPI. When it comes to hotel internet marketing, Blue Magnet turns to the data in Google Analytics to find our KPI’s, as well as a handful of other essential reports providing us a holistic view of a site’s health and performance. Knowing what reports we look at to determine the value of well-written, content-rich websites will allow you to see how your website content goes to work.
5 Site Performance KPIs
Top Landing Pages
This metric is a collective view of which areas of your website searchers enter from the search engine results page. Pages that regularly top this list are the pages that show up most frequently in search engine results pages; thus, provide more opportunities for searchers to enter your site with a higher number of impressions. You will likely see your homepage at the top of this list, but looking the pages that follow can give you great insight as to what content on your site ranks well. Once you have determined which pages have the highest amount of traffic, determine which of these pages have the highest rate of conversions. Higher traffic pages with lower conversion rates are great opportunities to add action-oriented page elements such as booking buttons and internal links, as well as call-to-action language to encourage more interaction. You can view this report by navigating to Behavior – Site Content – Landing Pages.
Page Bounce Rates
This metric does not identify success, but rather identifies areas for improvement. A bounce rate measures the percentage of site visitors leaving a page moments after entering. Visitors that bounce may be dissatisfied with the content and did not see the information they expected on the page or found the exact information they needed (e.g. phone number) and left. Bounce rates help us discover which areas of our website do not perform up to standard. This information is useful in determining which pages need content revisions and additions and allow us the chance to consider whether or not we want to keep pages on our website. You can view this report by navigating to Behavior – Site Content – All Pages and sort by Bounce Rate.
Top Impression Generating Keywords
You have your keyword strategy laid out with the meta titles and meta descriptions to go with it, but what queries are really driving users to your site? Looking at the organic keywords searchers use to find your site can provide insight to how searchers find your site. Of course you will find many queries matching your hotel name or the city in which you are located, but digging deeper into these keyword lists reveals more not so obvious niche queries. Searchers may find your site because of your page ranking for wine queries in area, or your excellent write-up of a local museum ranks for queries searching for museums in Tucson, Arizona.
Understanding how all users reach your site will help you decide which content is the strongest and where you can get even more creative. This particular report is not found in Google Analytics, but in Google Webmaster Tools under Search Traffic – Search Analytics. Filtering out a brand name can reveal a list of useful leads for content according to the queries driving users to your site.
This may not be a KPI in the traditional sense, but the demographic information Google Analytics provides helps direct your digital marketing strategy.. Are your site visitors mostly coming from a particular region? How old are they? Are most of your visitors male or female? These details help you tailor your onsite content and provide valuable insight for other digital channels like social media. Knowing where your users come from can allow you to curate onsite content to appeal to travelers from a specific region, or users with certain interests. You can view this information by navigating to Audience – Demographics – Overview.
Top Converting Pages
Of all the KPIs out there, this is the most important metric to gauge website success. For hotels, the primary goal of a website is to get users to make reservations. Blue Magnet tracks which users check room availability by marking the action of clicking on a check availability button as a conversion. In doing so, we can see what percentage of site visitors check rate. This gives us an indication of how effective the website is at driving business. Knowing where users convert on your site helps us identify the best path for a visitor to follow through the site. In order to obtain this data, we add event tracking to buttons taking users to the page where they view room pricing and availability. You can view this report by navigating to Behavior – Site Content – All Pages/Landing Pages. With event tracking properly implemented, this report includes a conversion percentage.
There is Always More
The reports and metrics mentioned above are key to Blue Magnet’s ability to track website performance; however, Google Analytics has incredible potential for customization. With so much data at the tips of our fingers, we have the ability to observe behavior from different perspectives. Evaluate your with a plan of action! These five reports provide the basic framework for website strength in analytics, but all hotel websites are unique. Use them as starting points to determine the key metrics for your site. For more tips and tricks in Google Analytics, as well as more information on how to improve your hotel’s website, sign up for the Blue Magnet Interactive newsletter!